If a picture is worth a thousand words, what is the value of a graphic? As we explain on page 34, Neopost and Pitney Bowes have just introduced new corporate identities – in the case of Pitney Bowes, for only the third time in
its 95-year history. The revamps have been implemented to reflect the changing role of mail in the communications mix and the possibilities for greater personalisation and targeting offered by digital channels, as the concentric rings of the new Pitney Bowes logo make clear. It always takes time for new identities to bed in, but in their different ways the new logos of the North American and European market leaders successfully link their heritage in mailing with their growing expertise in digital communications.
Just as it is in the printer industry, the focus for mailing companies is now on the document rather than the method of distribution. Small businesses need to start thinking in the same way. Too many still rely on postal communications when email would be a much better option. The Business Info editorial department – like every tenant in its building – receives regular messages from its landlord through the post. In 2015, it seems incredible that administrative processes, such as arranging office inspections or warning of maintenance programmes, should be communicated in this way. Email would be cheaper and much more convenient.
In other areas of business, paper communications still has big benefits. Royal Mail MarketReach has released new research showing the continued importance of mail in people’s hearts and minds. It found that multi-media campaigns including mail were 27% more likely to deliver top-ranking sales performance and 40% more likely to deliver top-ranking acquisition levels than campaigns that don’t include mail. The challenge for businesses is to decide which documents to send electronically and which in hard copy. With a solution like Neopost Neopreference (see page 32), there is even the option to do both depending on customer preference.